(Left to right: Pritika Swarup, Winter BreeAnn, Soledad O’Brien, Mélanie Masarin, Rajni Jacques, Shannon Carlton) SHOT BY CASS BIRD
(PRESS RELEASE) NEW YORK — Platinum Born, the fine jewelry brand, unveils ‘Born Leaders’, a new campaign starring six dynamic and accomplished women shot by influential photographer Cass Bird. Signaling a fresh perspective on the brand’s namesake precious metal, the campaign aims to inspire women of all generations to consider platinum in a new way and to think of Platinum Born as the jewelry you live in, every day. The six ‘Born Leaders’ highlight the versatility and wearability of the Platinum Born collections in spirited portraits featuring pieces they each chose to wear. The campaign cast includes media personality and philanthropist, Soledad O’Brien, model-turned multihyphenate, Pritika Swarup, fashion and creative director, Rajni Jacques, French entrepreneur, Mélanie Masarin, yacht captain, Shannon Carleton and civic activist and advocate, Winter BreeAnne. The portraiture imagery along with video and storytelling content spotlighting each of the six ‘Born Leaders’ will debut across all Platinum Born channels this month and will be further amplified with a media rollout across a mix of print and digital platforms.
Platinum Born’s new ‘Born Leaders’ campaign was created and produced by an all-female team, curated under the creative direction of editor, Tatijana Shoan. Shot in New York City by artist and photographer Cass Bird, the campaign is comprised of a series of playful and exuberant individual portraits and group shots. Bird, whose projects span the art, fashion and commercial worlds captured the six high-profile talents in images that convey a spontaneity and ease that is reflective of the jewelry in the Platinum Born collections. Stylist Mane Duplan collaborated with each of the women to style jewelry looks that aligned with their unique personalities. British makeup artist Lisa Houghton and celebrity hairstylist Nai’vasha rounded out the ‘Born Leaders’ creative team.
“Born Leaders marks the next evolution of Platinum Born and reflects a wider strategy to redefine platinum as the jewelry for everyday and everyone,” said Rebecca Moskal, vice president of Marketing for the brand. “We are thrilled to partner with photographer Cass Bird and an entire female creative team to highlight these six incredible women, who together embody the Platinum Born ethos, and we hope inspire audiences to see platinum jewelry in a new way.”
At the heart of each collection of platinum jewelry are pieces designed to offer endless possibilities for self-expression, like the flexible and clasp-free Limitless Loop bracelet, which changemaker and activist, Winter BreeAnne wore on her upper arm. Snapchat executive and former fashion editor, Rajni Jacques, selected the iconic Luna Magnetic necklace to layer and wear as a choker. Other featured jewelry, which is all crafted by artisans in Japan, and exclusively distributed in North America by Suna Bros., included recently introduced pieces from Platinum Born’s Debut, Celestial, and Prestige collections.
Platinum Born will launch the new campaign with a series of print ads in luxury fashion and lifestyle publications and across various digital platforms. ‘Born Leaders’ will also be introduced on a newly redesigned brand website with dedicated landing pages profiling each of the six women through engaging video interviews, behind-the scenes content and outtakes, and dynamic product features that spotlight favorite pieces. A seamless purchasing experience will allow visitors to immediately “Shop the Look” with click-thru to buy functionality.
Advertisement
Platinum Born will also roll out the campaign to retail partners, including Neiman Marcus and will highlight ‘Born Leaders’ at the COUTURE show in Las Vegas next month, where it will also preview new jewelry introductions slated to debut this fall.
